HomeGoods is breaking a TV and radio campaign, its first from Allen & Gerritsen, using the tagline, "Life is how you decorate it."
The Watertown, Mass., agency won advertising for the TJX Cos. chain following a review in January. The ads being unveiled represent the first installment of a $5 million effort slated for additional runs during this summer and fall. The ads show how different stages of life and seasonal changes affect home decorating needs.
One spot shows a mother decorating her house for spring. Her family ignores her flurry of activity until the end, when it appears she might change the tablecloth during mealtime. In a radio execution, a woman talks about the great deals she found at HomeGoods and the trouble she had taking so many items on an airplane.
"We want to capture the spirit of being in the store and focus on what makes a house a home, which is different for each individual," said Andref Graff, president of Allen & Gerritsen. Graff has said the account is important for A&G because it will help the shop, best known for business-to-business and industrial work, diversify its client base.
Previously, the account was handled by Holland Mark in Boston, which parted with several units of TJX, including Home-Goods and T.J. Maxx stores, as 2000 drew to a close.
HomeGoods operates about 80 stores but plans to increase that number to 500 over the next decade.